Webbula: Based on Past Economic Downturns, How Should Marketers Approach This One?

I join 11 other email experts in this Webbula roundup as we answer the question: How have your prior encounters enriched and modified your marketing approaches to prepare for an economic downturn?

My answer focuses on my observations from the 2008-09 recession. Based on that, I recommend that brands consider:

• Upping their discounting
• Lean more on their private label products
• Focus on messaging around value, versatility, and durability
• Messaging in the vein of buy one, get two or more items

I also point out that many of your customers won’t be feeling the downturn in a significant way. For those loyal, high-spend customers—particularly those that tend to buy full-price items—use personalization and segmentation to avoid sending them discounts and other recessionary messaging.

To watch my full answer, as well as the advice of the other experts…

>> Watch the video interviews on the Webbula blog